Telephone commercials. Your assessment of this kind of promoting goods and services.

2. Shell Oil, the leading retailer of gasoline, began…

Shell Oil, the leading retailer of gasoline, began their market research project with a customer segment study of 55,000 people, who they stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars.

The result was that ten different segments with different needs were identified. Shell Oil researchers wanted a better understanding of each of these segments.

A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending walking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

Билет № 8.

1. Product and corporate advertising. New and innovative ways to advertise. VW’s case of sacrilege in promoting a new a car model.

2. The marketing people are desperately seeking ways…

The marketing people are desperately seeking ways to increase the business and to come up with a strategy which would put them clearly ahead of their competition by differentiating their company in the eyes of consumers. In a fragmented market it is critical to conduct studies and to compile detailed profiles of consumer groups.

Market researchers are being asked to carefully design questionnaires to determine the exact needs and demands as well as establish what affects consumers’ buying decisions when they choose one product instead of another. The aim is to develop detailed knowledge of consumer attitudes which can form the basis for a new brand initiative.

Билет № 9.

1. Advertising: history, media, objectives.

Advertising

Generally speaking, advertising is the paid promotion of goods, services, companies and ideas by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion.

History

In ancient times the most common form of advertising was 'word of mouth'. However, commercial messages and election campaign displays were found in the ruins of Pompeii. As printing developed in the 15th and 16th century, the first steps towards modern advertising were taken. In the 17th century advertisements started to appear in weekly newspapers in England and within a century, advertising became very popular.

As the economy was expanding during the 19th century, the need for advertising grew at the same pace. In 1843 the first advertising agency was established by Volney Palmer in Philadelphia. At first the agencies were just brokers for ad space in newspapers, but in the 20th century, advertising agencies started to take over responsibility for the content as well.

Media

Some commercial advertising media include billboards, street furniture components, printed flyers, radio, cinema and television ads, web banners, Web Popups, skywriting[2], bus stop benches, magazines, newspapers, town criers[3], sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Covert advertising embedded in other entertainment media is known as product placement.

The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual US Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single thirty-second TV spot during this game has reached $2.3 million (as of 2004).

Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding Web content. E-mail advertising is another recent phenomenon. Unsolicited E-mail advertising is known as "spam".

Some companies have proposed to place messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising[4], and the pervasiveness of mass messages.

Unpaid advertising (also called word of mouth advertising), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it by zealot"), spreading buzz or achieving the feat of equating a brand with a common noun ("Hoover" = "vacuum cleaner") -- these must provide the stuff of fantasy to the holder of an advertising budget.

Objectives

One of the objectives of advertising is to stimulate demand for a product, service, or idea. (Other factors influencing demand are price and substitutability.) Whereas marketing aims to identify the market that has use for a product, advertising is the communication by which information about the product is transmitted to those individuals.

Examples of product information advertising tries to communicate are the product details or benefits and brand information. Advertising usually seeks to find a USP, Unique Selling Proposition, of any product and communicate that to the user. This may take the form of a unique product feature or a perceived benefit. In the face of increased competition within the market due to growing numbers of substitutes there is more branding occurring in advertising. This branding attributes a certain personality or reputation to a brand, termed brand equity, which is distinctive from its competition.

Brand franchise is a major way advertising may stimulate demand for a product. When enough brand equity is created that the brand has the ability to draw buyers (even without further advertising), it is said to have brand franchise. The ultimate brand franchise is when the brand is so prevalent in people's mind (called mind share), that it is used to describe the whole category of products. This phenomenon is commonly known as "hyperbranding." Kleenex, for example, can distinguish itself as a type of tissue or a label for a category of products. That is, it is frequently used as a generic term. One of the most successful firms to have achieved a brand franchise is Hoover, whose name was for a very long time synonymous with vacuum cleaner (and Dyson has subsequently managed to achieve similar status, having moved into the Hoover market with a more sophisticated model of vacuum cleaner).

A brand franchise can be established to a greater or lesser degree depending on product and market. In Texas, for example, it is common to hear people refer to any soft drink as a Coke, regardless of whether it is actually produced by Coca-Cola or not (more accurate terms would be 'cola' or 'soda')

A legal risk of the brand franchise is that the name can become so widely accepted that it becomes a generic term, and loses trademark protection. Examples include "escalator", "aspirin" and "mimeograph" (see also the list of trademarks often used generically after this text).

Other objectives include short or long term increases in sales, market share, awareness, product information, and image improvement.

2. This Johns Hopkins – educated engineer with an MBA…

This Johns Hopkins – educated engineer with an MBA from Harvard has turned his original concept into a reported $1 bn-a-year multimedia news and information empire. Today Bloomberg owns a news wire service and a satellite television network.

He also syndicates radio programming, publishes a consumer financial magazine and maintains a Web site that he says gets 45,000 visitors a day. Bloomberg’s name has become prominent throughout the investment and news-gathering industries. Through Bloomberg has fewer subscribers than Reuters and Dow Jones/ Telerate, his competitors in the financial information business, his system is growing faster and is often praised as easier to use.

Yet, unless you belong to the financial world, you may not have seen his empire growing, but Bloomberg, with his privately held company, may exert more autocratic control than any one man in the information business.

Билет № 10.

Date: 2015-12-24; view: 499